If At First You Don’t Convert, Try, Try Again
Earlier this week in my article about aiming for less competitive phrases in the early days of your SEO attempts, I mentioned the fact that most searchers conduct several queries and visit several sites before making a purchase. This action mimics offline sales patterns as well. Research has shown over and over again that it takes multiple exposures to a product before a consumer is ready to buy. Yesterday, Patrick Schaber over at The Lonely Marketer drew a simple, but pointed analogy on this concept.
He goes on to talk about making a few more visits to the expo hall over the course of the show and how he eventually started spotting some items he thought he might like to take home. He also notes that every time he entered the expo hall, the company with the big red bags was there waiting for him. Eventually, he was laden now with enough items to actually need the bag.
Patrick’s goal is to offer up a simple reminder about the need to get in front of your audience in many ways and at many points in time. Simply capturing a single click thru from a search results page isn’t enough. You need to capture them at multiple points of the search buying cycle. You need to capture them in their bookmarks. You need to capture them via email marketing. If you’re a brick and mortar store, you need to capture them with your store experience and your promotions as well.
Search engine marketing and analytics provide an amazing way to see exactly what a visitor does when they come to your site. Unfortunately, that knowledge has led many a site to discount the actions a visitor might take after they visit your site. What are you doing to capture your audiences attention more than once?
Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.
Thanks for finding some value in that story! It was one of those “aahhh…I get it” moments for me for some reason.
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